Page 39 - IBT August 2021 Issue

Mahzabin
Chowdhury
Head of Marketing
and Public Relations
Bproperty

re-thinking the role of marketing in the real
estate industry of the country. Nothing beats the Speaking of the widening user base, how has
feeling of seeing how Bproperty is setting a Bproperty upgraded its services to ensure enhanced
benchmark and evoking the charm of creativity in user experience and efficient communication?
the marketing practices of the real estate industry Our style has changed, somewhat. We now cater to a wider
of Bangladesh. audience with a wider set of interests because, who doesn’t
want property? We focus on the needs of the people, as
2021 began with the hope for a rebound of always, but are now emphasizing on letting people know
the real-estate sector. Unfortunately, the better what their needs are and the fact that we are here to
pandemic situation has not improved as solve any and all their property related questions. We have
much as we have hoped for. How would you expanded our communications along with our audience to
assess the aggregate demand in the ensure no one feels left out and everyone understands clearly
industry compared to last year? what real estate means and what is capable through it. Our
In complete honesty, there has been very little inclusion of the Bproperty app now allows everyone to access
negative effect. People who are fond of real our database of properties, information and entertainment at
estate, who truly see its value and potential, are all times, from one single location. Aware and confident people
undeterred by the pandemic’s presence. Yes, 2020 are the lifeblood of any business, and Bproperty is always
saw a dip in the real estate scene. It was the first widening its field to encompass more people and enlighten
time people were exposed to such a drastic event them.
and questions arose in many forms, but since
then, people have learned a lot. They have Last year, Bproperty successfully organized the
remembered that the price of property always country's largest virtual property fair with an
goes up! And that is the wagon that everyone overwhelming response. Can we expect something
wants to be a part of. similar this year?
The demand for real estate in 2021 is great. We We have a lot of things planned for the remainder of the year.
still see high demand when we look at our We are relentless with our campaigns as we always want our
statistics. As for compared to last year, we followers and patrons to stay engaged with us. We are ever so
currently see a growth of nearly 36% in demand grateful for the response we met last year and though a virtual
since quarter 4 of 2020. It’s very reassuring that property fair is not in the pipeline, we are fully prepared for it
through the thickest of things, and though there if we feel the demand is real. The lockdown is almost at an
may be bumps in the road, real estate is a sector end, hopefully, and we would love to begin deploying physical
Tell us a little bit about yourself - work the way businesses work with marketing and that is when I of consistency. fairs at our Marketplaces if the opportunity arises. But apart
experience, educational background, decided to shift my focus and start working directly with from that, there are other plans in motion that time will
achievements, particular hobbies or special Brand Marketing and PR management. I switched to working Although Bproperty had a strong foothold reveal.
interests. How has your role at Bproperty for an IT and ITES provider company, managing their Branding in the country before the pandemic hit, it
helped you grow professionally? and PR activities, organizing local and international events, was primarily popular among a niche As a marketing professional in one of the most
I’m an enthusiast – about food, family, travel and and eventually I was swayed to the world of advertising with segment of the population. How much has dynamic industries in the world, how has the
the mass digital adaptation catalyzed by
experience of dealing with sharp changes in consumer
work. So when it came to deciding what to do with all its creativity and connection aspects. the pandemic diversifying Bproperty's user behavior been for you?
my life, I thought about making others enthusiastic My short but spellbinding advertising career has allowed me to base? Consumer behavior is different in every field. But it’s a very
about things. Here I am, a brand marketer. The learn and work in a lot of different industries with different Bproperty has always believed in the use of the interesting field, real estate. You learn something new almost
decision began when I started my major in Marketing brands. But most importantly, it gave me the opportunity to digital medium and technology to further the every day. I take that to mean I get to apply something new
at the Umea Business School. Umea gave me a global work with talented strategists, writers, designers, directors, needs of the real estate scene and the people every day. The more knowledge we share with people, the
perspective and also contributed to me building a musicians and many creative minds. These creative people involved, be them buyers, tenants or landlords. more aware they become of their requirements. What this does
sustainable career in the future. As I gained first have been inspiring and their thought process, philosophies From the beginning, it was our storefront – the over time is shift demand from one place to another. And we
hand experiences with marketing topics, I was quite and creative thinking have provided a great boost on my medium through which we most provided can see this when we breakdown statistics. For example,
decisive about my personal passion for this certain journey as a marketer. information, both product and industry wise. We where one person wanted a small place in Banani, they now
field. Bproperty certainly helped me to best utilize my skills and began with our website, delved into social media, want a more comfortable property in Niketan. What I mean is,
My career started as a Lecturer with a mission to experiences in brand marketing with a bigger scope, and I and are now making everything available on our the more you know about what you need and what is available
share my knowledge and keep myself on the path for have grown more, both personally and professionally. Time Photographs: Courtesy of Bproperty app. As the pandemic hit and the dependency on in the market, the more narrowed down your decisions
higher studies. But soon I realized that the Marketing invested in this company has molded me into a mature team digital media increased, we were very much become. So though the question is about drastic changes in
domain was changing at a remarkable pace and to be worker, and taught me how to be adaptive to all challenging unimpacted in practice. But as a result, traffic to consumer behavior, I don’t see it that way. I am essentially the
with the times, as they say, I had to jump into the situations. Moreover, Bproperty has given me the platform our portals has increased dramatically, by nearly one teaching people about how their behavior should be
field directly. The frequently evolving behavioral where I am able to work well both in a team environment as 31%. What did and does this mean for us is that according to their desires balanced with their opportunities.
patterns of consumers, the innovation of new well as using my own initiatives. Here, we have a shared we have more insight, more opportunity, and It’s an amazing setup that teaches them about real estate
technologies and the media landscape are changing subsequently, more patrons to satisfy.
dream to deliver exponential growth to the brand by while continuing to teach me about being a better marketer.

37
www.ibtbd.net